What Gift it does

Gift it is a UK-based, privately held consumer software company operating a free, retailer-agnostic wishlist and gift coordination platform accessible at giftit.club. The legal entity is gift it Ltd, registered in England and Wales, with a small 1–10 person team and no external institutional funding disclosed. The platform enables individuals to build wishlists by adding items from any retailer website via URL paste or by scanning product barcodes in physical shops using the ZXing-js library for on-device decoding. Once built, a list is shared as a single link with gifters, who can privately claim items to prevent duplicates; the list owner remains unaware of who bought what until a configured occasion date passes, after which the platform reveals all contributions.

The product stack is built on Supabase for database hosting in the EU, Vercel for application hosting and deployment, Upstash for Redis caching of barcode and URL lookups, and Resend for transactional email (including magic-link authentication). An integration with the Anthropic Claude API drives a 'do-not-buy' suggestion feature, and a Google Shopping integration powers a price comparison feature that surfaces cheaper UK retailer alternatives on each wishlist item. An optional Chrome browser extension allows one-click adding while browsing.

Gift it's business model is freemium at the surface — all features are free for both list creators and gifters — but commercially it is an affiliate-referral business. Outbound clicks from wishlists to retailers pass through a redirect layer that, with explicit PECR-compliant user consent, appends an affiliate identifier and earns gift it a commission of 2–8% of sale price (depending on retailer and category) within a 24–30 day cookie window. Primary affiliate partners are AWIN (priority; covering ~40% of the top 250 UK retailers including John Lewis, M&S, Boots) and Amazon Associates UK, with CJ Affiliate, Rakuten Advertising, and Skimlinks layered on for residual retailer coverage. The company sells no premium tier, runs no paid acquisition, and relies on organic SEO-driven blog content and word-of-mouth via shared wishlist links for demand generation.

Name

Gift it

Legal name

gift it Ltd

Website

https://giftit.club

Company type

Private

Founded year

2026

Operating status

Operating

Headcount range

1–10 employees

Short description

Gift it operates a free UK wishlist and gift coordination platform that lets individuals build retailer-agnostic lists via URL paste or barcode scan, share one link with gifters, and coordinate purchases without revealing buyers until after the occasion date.

Ownership category

akta.pro rank

Product category

Wishlist and Gift Coordination Software

akta.pro primary industry

Group Gifting & Registry Fulfillment (HSACANAL)

akta.pro secondary industries

Gift Sourcing & Procurement (Local & Online) (HSACANAB), Gift Returns, Exchanges & Recipient Support (HSACANAM)

Keywords

• Retailer-agnostic wishlist
• Gift coordination platform
• Barcode wishlist app
• Group gifting tool
• Affiliate wishlist service

Headquarters

HQ city

Not specified

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Software

Cost components

Personnel, Infrastructure, Technology or R&D, Marketing or Sales, Operations

Revenue model

1. Affiliate Commissions: When a gifter clicks through from a wishlist to a retailer and makes a purchase within the commission window (typically 24-30 days), gift it earns a small affiliate commission from the retailer. Commission rates are typically 2-8% of the sale price depending on retailer and product category. This comes from the retailer's marketing budget and does not affect the purchase price. Affiliate tracking requires explicit user consent under UK PECR regulations.

Pricing tiers

Go-to-market motion2 records

Distribution channels1 record

Marketing channels4 records

Core offering

Gift it operates a free web-based wishlist and gift coordination platform where users build lists from any retailer via URL paste or in-store barcode scan, then share a single link with all gifters. Gifters can privately claim items to prevent duplicates, while the list owner remains blind to gifter activity until after the occasion date passes. Group gifting, Google Shopping price comparison, and a synced Gift Calendar are included. The service is monetised entirely through disclosed affiliate commissions earned when gifters purchase from retailers via the platform's links.

Product overview

gift it is a free UK wishlist and gift coordination platform comprising a single unified product with multiple integrated features. The core offering consists of the wishlist platform itself, which supports adding items via URL paste from any retailer website or barcode scanning in physical shops (using ZXing-js for on-device decoding). Users share one link per list; logged-in gifters can privately claim items to prevent duplicates while keeping the list owner in darkness until after the occasion date. Supporting features include a private Gift Calendar (with Google/Apple Calendar sync), automatic Price Comparison (searching Google Shopping), and Group Gifting (for pooled contributions). An optional Chrome browser extension provides one-click adding while browsing. The platform is funded by disclosed affiliate commissions with no premium tiers.

Differentiator

Problem solved

Functional benefit

Segments2 records

Ideal customer profiles2 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration1 record

AI capability2 records

Feature6 records

Partnerships

Seven partnerships are on record, tiered core and minor.

• AWIN (AWIN Priority)coreGTM or Marketing PartnerAffiliate network covering approximately 40% of the top 250 UK retailers including John Lewis, M&S, Boots, and many independent brands. Cookie window typically 30 days. Primary affiliate partnership for UK retail coverage.
• Amazon Associates UKcoreGTM or Marketing PartnerAffiliate programme covering all Amazon UK product categories. Cookie window is 24 hours from click — shortest window among partner networks. Provides affiliate commission on Amazon UK purchases made through wishlist links.
• CJ AffiliateminorGTM or Marketing PartnerAffiliate network covering selected UK and international retailers. Cookie window varies by retailer.
• Rakuten AdvertisingminorGTM or Marketing PartnerAffiliate network covering selected UK retailers. Cookie window varies by retailer.
• SkimlinksminorGTM or Marketing PartnerFallback affiliate network for retailers not covered by dedicated networks above. Covers residual retailer inventory. Cookie window varies by retailer.
• SupabasecoreTechnology or IntegrationDatabase hosting provider. gift it's data is stored on Supabase's infrastructure in the EU. Core infrastructure partner for the service.
• VercelcoreTechnology or IntegrationHosting and deployment platform. Processes request data as part of serving the gift it application. Core infrastructure partner.

Scale indicators2 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Zola: Zola is a wedding planning and gift registry platform that lets couples build registries across multiple retailers. It is comparable to gift it as a multi-retailer registry and gift coordination platform, though specialised to weddings rather than general gifting.
• The Knot Registry: The Knot Registry is a wedding and baby registry aggregator that combines registries from multiple retailers into one link. It is comparable to gift it as a multi-retailer gift coordination platform, though vertically focused on wedding and baby events.
• Giftster: Giftster is a group wishlist platform that allows users to add items from any retailer and coordinate gift purchases across families. It is directly comparable to gift it as it solves the same retailer-agnostic wishlist coordination problem, though it relies on a browser extension rather than barcode scanning or URL scraping.
• Elfster: Elfster is a Secret Santa and gift exchange platform popular for holiday gift swaps. It is directly comparable to gift it in its focus on coordinating group gifting and preventing duplicates, though it is more focused on Secret Santa events than ongoing wishlists.
• Wishlist.com: Wishlist.com is an online wishlist platform that lets users save items from multiple retailers. It competes directly with gift it on the core proposition of retailer-agnostic wishlist creation and sharing.
• Giftwhale: Giftwhale is a wishlist and gift coordination tool referenced in gift it's own comparison content. It addresses similar problems of cross-retailer wishlist management and gift coordination for families and groups.

Broad incumbents

• Honey (PayPal): Honey is a cashback and coupon browser extension owned by PayPal that monetises through affiliate commissions on retail purchases. It overlaps with gift it in the price-comparison and affiliate-monetisation mechanism, though it focuses on deal discovery rather than gift coordination.
• RetailMeNot: RetailMeNot is a deals and cashback platform that surfaces retailer offers and earns affiliate commissions. It is comparable to gift it through its affiliate-monetised price-discovery model, though without the gifting or wishlist functionality.
• Pinterest: Pinterest's board-based "save for later" functionality and Idea Pins serve as de facto wishlists for many consumers. It is comparable to gift it as a product-saving platform with social sharing, though not purpose-built for gift coordination or duplicate prevention.
• Amazon Wishlist: Amazon Wishlist is the dominant incumbent wishlist feature, deeply integrated with the Amazon UK shopping experience. It is the primary competitor gift it positions against, offering free wishlist functionality but locked to Amazon's retail ecosystem.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights6 records

Customer concentration

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Gift it